HOW WE SHOP, LIVE AND LOOK - John Lewis ...
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
H OW W E S H O P, L I V E A N D LOO K 2020
2020 H OW TH I NG S HAV E C HA NG E D...
MEN’S MAKE UP FREED OURSELVES FROM THE TYRANNY
OF THE WAISTBAND
CHRISTMAS CAME EARLY
MAY
SEPTEMBER
JANUARY
TH E Y E A R Men’s makeup went
mainstream following
War Paint for Men’s
We freed ourselves
from the tyranny of
Christmas came early with
the earliest ever launch of
the John Lewis Christmas
TH AT C H A NG E D successful pop up at
John Lewis Oxford Street.
the waistband and we
became comfortable
keeping it casual. With
shop. Christmas sales
at John Lewis were up
E V E RY TH I NG
We launched War Paint +112% vs 2019 in the
for Men online after many of us working last week of September.
demand was more from home, sales of Sales of Christmas trees
than 50% higher than loungewear and leggings and decorations were
expected instore. rose by 1,303% compared up +232% and +156%
to May 2019. respectively.
FEBRUARY
JUNE
OCTOBER
DATE NIGHT? BREAKFAST TAKES CENTRE STAGE THE GREAT OUTDOORS
Date night in a fancy restaurant was off the Breakfast became the Following new social
agenda for this year’s Valentine’s Day with most important meal distancing restrictions in
There’s no question. 2020 will be remembered as the year many using it as an excuse to throw a party. of the day with more of some parts of the country,
that changed everything. The global Covid-19 pandemic has Valentine’s themed decorations were up 23% us taking the time to sit John Lewis saw women’s
transformed every aspect of our lives: how we shop, live, including Valentine’s heart bunting and heart- down and enjoy a morning outerwear up 153%
shaped confetti filled balloons. feast with our nearest and compared to September
socialise and work.
dearest. John Lewis sold as well as strong sales of
It has been a year in which people’s homes truly became their out of egg cups online outdoor heaters which
in June, while sales of were up 1,625% and pizza
castles. We couldn’t venture out into the world, so we brought
Le Creuset butter dishes ovens sales were +348%.
the world into our homes. We’ve stayed in, hunkered down, were up 107% and
decked out and spruced up our living spaces. John Lewis espresso
makers sales were up 12%.
As well as reconfiguring our living spaces as offices, schools and
gyms, we’ve treated ourselves to new technology, from coffee
machines to TVs. We’ve rediscovered forgotten pleasures such
MARCH
JULY
NOVEMBER
as letter writing. And we’ve freed ourselves from the tyranny THE ART OF LETTER WRITING HOLIDAY AT HOME GAMING NEWBIES
of the waistband by embracing comfortable clothing.
Lockdown saw many of With many unable to get Demand for gaming
No-one chose to have the year we’ve had. But we’ve accepted us take up the art of letter away for their summer soared this year and
writing to stay in touch break, customers brought November saw record
these changes with pragmatism and humour. We’ve brought
with loved ones and sales the holiday vibes to their breaking product launches
holiday vibes to our gardens by buying pizza ovens and of calligraphy pens were gardens with sales of from Playstation and
paddling pools. And the lockdowns have caused what we’re up +406%, notecards paddling pool & inflatables Xbox. Virtual Reality has
calling the Netflix Effect. Sales of chess sets soared as and writing sets were +156%, swingball sets, also seen high demand
The Queen’s Gambit grew in popularity; berets rocketed due up +227% and writing beach toys and garden and sales of Oculus are
stationery was up 85%. games +108% and up 280%.
to Emily in Paris; and sales of floral wallpaper and patterned
self-tanning products
upholstery leapt thanks to The Crown. Homes have become up by 45%.
castles, indeed.
At John Lewis we’ve adapted too. In March, when we closed
our shops for the first time in our 150 year history, we brought
our services online to ensure our Partners continued to deliver
APRIL
AUGUST
DECEMBER
support to customers in their homes. We also added extra 2020 : YEAR OF THE RAINBOW WE TURNED OUR HOMES INTO CASTLES TREAT YOURSELF
capacity to meet the additional online demand. We were Bright colours dominated homes As the country began to It’s clear that we have been
delighted to welcome our customers back into our shops and wardrobes across the adapt to life post-lockdown, treating ourselves in the run
when we reopened this year. country as Brits embraced the we saw a surge in customers up to Christmas with new TVs,
rainbow as a sign of resilience looking to revamp their Dyson Airwraps and Apple
This year we’ve all become more aware of how we can play a and hope in support of our homes and wardrobes with Airpods in high demand.
meaningful role in our communities. The world today is a very NHS and key workers. Sales of bookings for home design and Sales of dresses in shops were
different place than it was in January. It’s clear that many of women’s fashion lines featuring personal styling appointments also up 529% in the first week
these changes are here to stay. rainbows doubled at John Lewis soaring at John Lewis. of December with many of
while rainbow crafting kits to us preparing to celebrate the
keep kids entertained flew off festive season in style.
the shelves and sales of rainbow
SIMON COBLE jigsaw puzzles were up 575%.
Trading Director for John Lewis
HOW WE
THE S HOPPE D
NETFLIX
PAT TERNED
UPHOLSTERY
Chintzy floral curtains and We have all been shopping online more We have been using our mobiles and desktops As the daily commute has become a distant
patterned upholstery sales this year and online sales at John Lewis now more for online shopping this year with traffic memory, online orders on Johnlewis.com are
were up 20% in November, accounts for 60-70% of sales, before up 55% and tablet traffic down 41% compared now spread throughout the day from 11am -
the pandemic it was 40%. to last year. 4pm compared to last year when orders were
EFFECT
following the launch of Series 4
of The Crown. mainly placed between 7pm - 10pm.
20% +
Online orders are
Online Sales at John Lewis Mobile and desktop traffic now spread from
60-70% +
55% +
11am-4pm
This year, we have had to make the most
of many a night spent 'in', from making
these more enjoyable with homemade
feasts or treating ourselves to new cushions
for the sofa, our living areas have become
our sanctuaries. Last year orders were
Before pandemic Tablet traffic down mainly placed between
We spent hours binge-watching our
favourite shows on Netflix and 2020 40% +
41% 7pm-10pm
saw chess sets jump 121% as the Queen’s
Gambit encouraged check mate, while
sales of berets soared 65%, a firm favourite
of Emily in Paris. The release of the new CHESS SETS
series of The Crown saw sales of chintzy 2020 saw chess sets jump
121% as the Queen’s Gambit However, many of us are still using Many of us opted for home delivery this 2020 also saw a surge in online food shopping
floral curtains and patterned upholstery encouraged check mate. our evenings for online browsing with year with 25% more John Lewis orders and weekly Waitrose.com deliveries have
up 20% since mid-November. 8pm - 10pm proving to be the most being delivered to our front doors compared almost quadrupled since the start of the year.
121% + popular time to browse Johnlewis.com. to 2019.
"This has been the year that
BERETS we've seen customers opting
More orders being delivered We all gave a little love
for the 'classics' with high demand from afar this year and
Sales of berets soared Most popular browsing time to our front doors than 2019
for Monopoly and Scrabble as 55% more online orders
65%, a firm favourite
8pm-10pm
were sent as a gift
25%
we sought for ways to keep +
of Emily in Paris. compared to 2019
busy during the lockdowns.
65%
The release of the Queen's
+ Gambit in October saw many
of us inspired to brush up our
55% +
checkmate skills and demand
for Chess Sets soared with over
double the sales in comparison
to the same time last year."
NICOLET TE KELLEHER
Assistant Buyer, Toys, John Lewis
RENTED
W H AT
FURNITURE
Following a successful launch with
furniture rental service Fat Llama,
86% of the products were rented
out in the first 48 hours.
FLEW SHEER
UNDERWE AR
AND BODYSUITS
86%+
OFF THE SAD L AMPS
While the nation opted for pyjamas
and loungewear, it was what was
underneath that mattered, with Taking care of ourselves has
customers treating themselves to sheer become a key priority for many
underwear and all in one bodies. this year and John Lewis has
S H E LV E S
seen SAD lamp sales up 81%
since January.
BRE AKFAST ITEMS
Breakfast became one of the most
81% +
important meals of 2020, as families took
the time to sit down and enjoy the first
meal of the day together. Honey drizzlers
and toast tongs flew off the shelves and BE AUT Y TECH
FITNESS cereal bowl sales are up 36% this year as
this trend has stayed with us. Waitrose has This year, we took our beauty
TR ACKERS reported 'Morning Goods' are up 6% this regime into our own hands and
year compared to 2019, driven by sales of John Lewis saw sales of the MZ
Keeping fit and getting active at home crumpets and muffins which are up 29%. Skin Light-Therapy Golden Facial
saw athleisure sales and workout Roast and ground coffee sales are also up Treatment Device were up 178% in
equipment soar and sales of fitness +7.6% and tea sales are up 7%. November compared to October.
trackers and smart watches are up
178%
64% compared to 2019. We also
launched Peloton concessions in John
T VS AND
+
Lewis shops in response to this trend.
PROJECTORS
64%+ Staying in became the new going
out and sales of TVs were up 45%
since March. HAND CRE AM
45%
Hand sanitisers dried out the
+ nations hands and nourishing
hand cream sales were up
COFFEE MACHINES NOSTALGIC TOYS 17% uplift since March 2020.
At home baristas brewed up a storm We sought for new ways to keep the kids
17% +
with coffee shops closed across the entertained and introduced them to the toys
country. Sales of coffee machines of our childhood. Sales of Scalextric were up
were up 22% at John Lewis and 100% in November compared to October.
Waitrose also reported sales of
100%
barista style alternative milks were
up 64% from the beginning of the +
year to early July led by oat milk
(+113%) and soya (+26%).
SLIPPERS
22% + Keeping cosy was top of the
agenda for many in 2020 and
sales of slippers grew 48%.
48% +
WHAT WE
STOPPE D B U YI NG
56% 62% 54%
GOING “OUT OUT” HIGH HEELS LIPSTICK
HANDBAGS
As staying in became the Customers opted for Government guidance
new going out, clutches comfortable footwear such to wear face coverings
and small party bags sales as slippers and trainers saw sales of lipstick
fell 56% this year. during extended periods down 54% but saw sales
spent at home and sales of of mascara lift.
court shoes have fallen 62%
since February.
38% 31% 69%
ALARM CLOCKS CAMERAS SUITCASES
Lockdown saw many of With travel and special The ongoing pandemic
us putting our rigid daily occasions put on the put many holiday plans
schedules aside and back burner for 2020, on hold and demand for
sales of alarm clocks fell sales of cameras fell suitcases dropped 69%
38% at John Lewis as 31%, with many relying this year.
we adapted to a more on their phones to
relaxed routine. capture their lockdown
memories.
26% 20% 58%
IRONING BOARDS LUNCHBOXES FORMAL BRACES
With the nation told to Working from home saw us Keeping it casual saw sales
work from home, the spending more time making of formalwear topple with
need to look smart fell by homemade lunches and cummerbunds down
the wayside and sales of sitting down to enjoy a meal -83%, braces -58% and
ironing boards fell 26% in at home. Lunchbox sales are armbands -60%.
March alone. down 20% this year.
WE’LL BE MORE
INVESTED THAN
COLOUR SPL ASH E VER IN OUR PL ANET
Splashes of colour are set to 2020 has made us all more mindful of
dominate our wardrobes, homes those around us and the planet we live on.
and even makeup next year as With the circular economy set to continue,
many of us will continue to playfully we expect reuse and recycle to remain
use colour to lift the mood. top of the agenda. When the John Lewis
WHAT’S
Partnership asked a sample of customers
about their priorities in summer 2020,
a third said that when considering the
ethical credentials of a purchase it's most
important the brand they're buying from
can demonstrate these across its whole
business, a third said it's more important
the product being purchased meets their
TO COME
ethical standards.
2021 BABY BOOM
Searches for 'new baby' on Johnlewis.com
were up 274% in December as new parents
IN ’21 ?’
have been preparing to welcome a new
addition in 2021. November and December
have also seen high demand for nursery
appointments as parents-to-be have
been getting their homes ready for their
new arrival.
A baby boom and more love and care for our homes,
wellbeing and the planet.
EMBR ACING
SWEDISH ST YLE
LIVING
Our outdoor areas have never worked so
hard for us and this trend will continue into
2021 as we embrace the Swedish style of
living and utilise our outdoor spaces all
year round. We’ll be entertaining in the
garden more than ever next year with plans
to launch outdoor TVs and expand the
offering of gourmet cooking appliances.
John Lewis recently launched hot tubs
due to overwhelming customer demand.
BIG SCREENS &
LIFEST YLE T VS
2021 will see continued demand for 75”+
CASUALISATION WFH FULL TIME ALL ABOUT THE Z Z Z ZS CELEBR ATING DIVERSIT Y screens and projectors as people look to
CONTINUES 2020 saw most of the population trialling Sleep is set to remain at the top of the wellness & INCLUSIVIT Y recreate the cinema experience and the
working from home for the first time and this agenda with more brands entering the market delayed Euros and Olympics will see many
Next year will see more fashion brands 2020 saw a raised commitment from the John Lewis hosting at home.
trend is showing no sign of slowing for 2021. and sleep assistants set to be big for 2021.
focusing on loungewear and athleisure as Partnership to build a truly inclusive business and work
We will continue to invest in bedding, pyjamas
customers opt for more casual attire when it With many looking to create an optimised with brands which promote and celebrate diversity and
and our sleeping areas for the ultimate night’s kip.
comes to their day-to-day wardrobe choices. working environment, we expect to see more inclusivity. John Lewis saw strong demand for hosiery brand
of us purchasing new office equipment as Sheer Chemistry when it launched in November 2020 and
well as updating our existing technology and there are plans in the pipeline to work with more brands
even creating new areas in their gardens to which celebrate diversity, quality, value and authenticity
work from. for 2021.
WANT TO KNOW MORE? John Lewis & Partners Communications 171 Victoria Street London SW1E 5NN Email: pressoffice@johnlewis.co.uk Phone: 0207 592 6994
You can also read
